The good news is that i wasn't the first one busted out like in the first media freeroll i joined. The bad news is this:
Blinds: 20-40, 9 handed table.
Pre-flop a couple of players--- one from under-the-gun, the other from the middle position--- put a healthy raise-and-call into the middle. UTG player raised to around 450 and the MP player, his friend (remember this is a media event so everyone is the friend of the other except myself who is relatively new in this business...) immediately called. You know they were (close) friends because they were laughing all the while they were betting.
While everyone else folded and left the guys for their heads-up battle... The killjoy in me called and wanted to join the festivities. (Asshole at the button position.)
The flop showed what i wanted, what i needed:



At this point, both opponents were still very lax and laughing and challenging each other that if one raises the other will re-raise... Until both checked. Lost in thought on how these "friends" were making it a friendly game, i also checked.
The turn

The river

And tank and tank...
i looked at my hand


Until i called.
As the guy showed


After-the-Fact Realizations:
+ As the title goes, never limp with a top pair. At least fire something!
+ i have an excuse against the point above because the table (well two of them) were just having fun with a check and check... Lesson learnt: fuck them and just play my game.
+ Somebody goes all-in at the river, it's never to bad to fold top pairs...